“I’m blogging, tweeting and updating but without a strategy, so it seems like a huge waste of time.”
A familiar refrain. Is it yours?
We’ve developed a systematic framework we teach to all our clients. It’s purpose is to provide a system for reaching the right people with the right message, and do so when they want to buy. It eliminates the wasted energy of trying to be on every social media site. It eliminates the frustration of feeling like you are wasting your time. It allows to to say - for example - "I need to be on Facebook today for just three minutes to perform a specific task for a specific reason."
We're in the middle of an engagement with a client right now that illustrates the value of tis framework. Our client is interacting with three distict groups of people:
These are people who have bought from my client multiple times and are raving fans. If you ask these people about their experience they'll say "I'll never buy this product anywhere else." They are part of the 'family. They are already steeped in my client's business culture. It is this culture that keeps them coming back.
These are people who have bought from my client once, probably as a referral from someone in my client's tribe, but are not yet steeped in the culture.
These are people who are expressing a need for my clients product but are unaware of my client's existence.
In accordance with our framework, we define a set of goals, tools, and tactics for each client persona. While exploring these personas it became clear that my client's overall strategy needed to look something like this:
The primary goals for each persona are:
Energize Tribe members and turn them into evangelists. Create tools and an environment that boosts their natural tendency to engage in word-of-mouth advertising on my client's behalf.
Reinforce the impression of my client provided by Tribe members.
Inculcate first-time-buyers into the culture, turning them into Tribe members.
Tactics and Execution
Now that we have distinct, understandable, and easy-to-articulate goals for each group, we then determine the specific social media tools and tactics to use for achieving those goals. This is so very different from the scattershot approach we see others typically take. It narrowly focuses your time and energy. More importantly, you'll know why you are doing what you are doing.